UNIVERSITY OF MODERN SCIENCES

College of Business

Principles of Management
MNGT 201
Fall 2015-2016
Assignment 2

Prepared by

Sultan Almansoori
S0000001169
Section 1
Mission of Emirates Airlines
Emirates airline’ mission is to deliver the highest standards of service quality to support

business in the air transportation industry and to achieve complete customer satisfaction

through innovation and refinement of service levels.

Objectives of Emirates Airlines

1. Emirates airline want to be the best in every venture Emirates undertake, to meet

their customers’ expectations profitably, contribution of the success of Dubai

incorporated, and to make the city the new global aviation center for the 21st

century.

2. Emirates airline aim is the quality, not quantity, and since taking those steps onto

improving its aviation industry. Nowadays Emirates has influence into travel and

tourism industry in the global because Emirates commitment to the highest

standards of quality in every aspect of its business.

3. Emirates airline’s objective is positioning Emirates airline as a global airline and the

carrier of choice to the Gulf countries, the Middle East and beyond

4. Retain and improve frequent business class traveller's market share.

5. Increase market share 40% to 55%

6. Tap low cost carriers market to achieve company’s return on investment.

7. Promote Dubai’s Tourism activities and introduce Dubai to the world.

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Strategies of Emirates Airlines

1st Strategy: Competition Strategy

Airline Product Planning

The airline industry is very competitive and initially high competitive industry earns low
returns because of high cost of competition. In low cycle times, this can create the disaster
but Government of the Middle East provides moderate to this period of low cycle. The
major competitor of the company is the Qatar Airways and Etihad airways. In order to
stand in competition with the companies the Emirates airlines has adopted flexible pricing
of the services being offered and also functions as per the market scenario. Emirates adopt
strategy of providing better services and more luxury in order to overcome with the tough
competing market.

2nd Strategy: Product Strategy

The Airline Product should not be mistaken for Aircraft or just other physical items. It is all
the services that passengers / travellers find useful.

Safety, on-time reliability, convenience in terms of airport proximity, seat availability,

frequency, departure, in-flight cabin services, ground carrier’s image and so on are all part
of the Airline Product

It is the cumulative experience of a passenger with the Airline he/she is travelling in.

Business Class Seats that convert into flat-beds at the switch of a button, in-seat laptop
power supply, extra-long table that can be turned into workstation.

Entertainment Services

Emirates Airlines has a unique offering to the passengers. Their Interactive Media and
Entertainment service is packaged into a product offering called ICE.

Information – Enables the passengers to stay in touch with the latest news, business and
sports headlines from BBC News. Or take in the view from the aircraft's external cameras
and follow the progress of the flight.

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Communication – Enables friends, family of colleagues to be reached anywhere in the
world with a phone call, SMS or mail from every seat.

Entertainment – Hours of music, the latest Hollywood, Bollywood and World Cinema
movies, and even episodes of the passenger’s favourite TV shows can be enjoyed. Or many
of the interactive games can be played.

Network, Frequencies and Timings

• Emirates Airlines serves over 120 destination around the Globe

• The Emirates Route Map is a fascinating application over the internet which can be
used to gauge the extent of Emirates operations around the world. It denotes the
various destinations that is covered by the Airline

Point-of-Sale Services

• Like most cruising companies and brands, Emirates Airlines explores new ways of
solving problems, cutting costs and saving more time.

• Though it has retained its traditional travel agents to materialize the travelling
ticket, Emirates has tried to adopt the e-ticket booking avenues over the internet.
This has led to customer convenience, and at the same time increasing efficiency
and adding value to customer experience.

• Reservations can now be done over the phone

• Another area where Emirates has broken conventional boundaries is ‘Check in’.
Retaining the traditional desk of luggage check-in and issuing of the boarding pass,
passengers now have the facility of ‘Self Check-In’ through kiosks placed in the
Airport.

• The Self Check-In facility allows them to select their seats, print their own boarding
and pass and travel directly to the terminal

• Emirates Airlines Frequent Flyer Progamme (FFP) called ‘Sykwards’

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Organizational chart of Emirates Airlines: Functional Structure

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References
 Emirates Airlines. (n.d.). How we fly our planes. Retrieved November 8, 2015, from

http://www.emirates.com/english/about/emvironment/how_we_fly.aspx

 Emirates Airlines. (n.d.). The Emirates Story. Retrieved November 8, 2015, from

http://www.emirates.com/english/about/the_emirates_story.aspx

 http://www.emirates.com/english/index.aspx

 http://en.wikipedia.org/wiki/Emirates_%28airline%29